A new approach to Amazon’s ‘Holiday Heroes’ construct, using mythical and fictional characters. The Black Friday campaign introduced the Yeti for the first time, with a Black Friday deal on a hairdryer giving him some newfound confidence. This involved design and art direction throughout the conceptual stages, working with the internal creative team; settling on the Yeti idea and then figuring out how to bring him to life in DOOH, Print, Display and Social. I was then part of the on-set team, working with Gary Salter, to capture the hero photography, lead-up announcement TV spot, and social creatives.

I then created the primary designs for all non-broadcast channels and then led the in-house design team in the creation of campaign guidelines, briefing our agency partners and the rollout and QCing of all deliverables for 13 EU locales.